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eBay Turns to Personalization to Up its Shopping Experience

Personalization is the new focus in eBay’s latest attempt to draw more share of the apparel market.

The e-tailer debuted “Fill Your Cart with Color,” a brand platform that facilitates a more individualized eBay shopping experience. Developed with global creative agency 72andSunny Los Angeles, the platform’s colorful homepage encourages consumers to ditch the conformity of traditional commerce. Leveraging technology, like AI and machine learning, that platform provides consumers with customized recommendations and unique inventory mixes each time they visit the site.

“As consumers pursue their passions and reject conformity, both in commerce and culture, ‘Fill Your Cart with Color’ celebrates the things that truly make people unique, and connects to what people love about eBay, from new and unique items to personalized experiences,” eBay VP of global brand Karl Isaac said. “Now, more than ever, eBay empowers people to find exactly what they love and express who they are.”

With 169 million active buyers worldwide, approximately 1.1 billion listings at any given time and 80 percent of all products sold brand new, eBay is a major player in the e-commerce market. Creative for the new campaign tries to highlight that, featuring wearers ranging from sneaker aficionados to outdoorsy types, each with different fashion sense, and showcases the breadth of merchandise to suit their styles.

“eBay is built on the diversity of the buyers and sellers that make up our marketplace–they create a rich and dynamic environment for commerce that is unmatched in possibilities,” eBay North America CMO Suzy Deering said. “Our priority as a business is to marry our streamlined, personalized shopping experience with our unparalleled selection of inventory to meet the evolving needs of millions of shoppers–uniquely enabling them to shop the products that they love.”

The company’s new brand platform follows another major step for the e-tailer when it comes to shopper experience. In March, eBay announced plans to guarantee three-day shipping on more than 20 million items. The new shipping system will roll out this summer, letting consumers refine results for goods that will get to their doorstep faster. With the new shipping system, eBay said it doesn’t intend to compete with Amazon. The e-tailer said it wants to focus on meeting consumer demands, as the e-commerce sector continues to gain momentum in coming years.